Contents plays always role of king in SEO promotional works. If you are doing on page optimization according to your keywords .... contents should be unique, informative and according to key phrases and LSI keywords. If you are going for off page optimization then have to write unique contents again so you can do contents marketing to get popularity and high quality backlinks to get attentions of search engines.
So, in short unique and informative contents are main factor to get good ranking.
A crucial aspect in enhancing keyword ranking on search engines is implementing a strong content strategy. This involves creating compelling and valuable content that resonates with readers, and ensuring seamless interlinking between related pieces for easy accessibility. When executed effectively, your website is more likely to achieve higher search engine rankings.